Why else would he be advocating we all buy food insurance kits to survive Armageddon?

If you were poking around on Beck's website this week, you might have noticed a sizable banner ad from FoodInsurance.com, a company that describes its wares as:

An emergency pack and emergency kits to give people at least two weeks of great food and clean water until more permanent solutions can be obtained. Many of the meals are freeze-dried, which means they will last up to 10 years and retain their nutritional value. Also, unlike other survival food solutions that require you to grind wheat or employ some other 18th century skill, Food Insurance meals come prepackaged as lasagna, beef stroganoff, and a host of other great entrees. And to top it off, this food comes packaged in a high quality backpack so you can grab it and go.

Anyone can buy an ad, you say? True, but take a gander at the Food Insurance homepage, topped off with Beck's smarmy grin and a direct endorsement. You can even click to hear him wax poetic about the wonders of the product. Beck isn't just taking the money for an ad, he's thrown himself into the endorsement deal.

Says Beck, "I want to talk to you about the changing world that we live in, and I want to talk to you about a company that I've found called Food Insurance."

This is not Beck's first catastrophe rodeo. Goldline, a company that Beck has endorsed as a source for real Americans to buy gold to avoid that pesky banking industry in case it fails, is now under investigation for a number of issues. Among them? They're accused of sneaking advertising pitches into the fabric of Beck's rants without making it clear that they're paying him for the privilege.

Beck followed up that scandal with yet another prediction of cataclysm. This fall he's been beseeching Americans turn to God over gold -- because "I think there's some economic terror coming our way."

The pundit warned in September, "What is past here? The doorframe of insanity! You don't want to be standing here. Remember, you are in a house that is coming down all around you." That was two months ago -- just as national news media were using polls to predict the GOP was going to take the House and possibly even the Senate this November.